Contractor Marketing: Roll Up Your Sleeves
Contractors - the backbone of building material manufacturers. For all the gloss and glamour of architects and showrooms, there's the contractor... in the trenches doing the work and wrangling the installer. But within this segment, several challenges - more...
Quicken Loans’ Rocket Mortgage Ad Crashes and Burns in 60 Seconds
You can blame it on Hollywood’s March 2015 release of the movie, "The Big Short," which served as a reminder of the housing bubble collapse built on greed and faulty loans. And because the housing crisis is still running raw in our veins, the "Rocket Mortgage" ad...
Home Products IQ Accelerates
With a slowing Chinese economy, an unpredictable presidential campaign and our stock market off to one of its worst starts in history -- the Consumer Electronics Show, the Kitchen & Bath Industry Show and the International Builders Show all burst onto the scene...
Authenticity Must Ring True When Marketing Building Products
Customers are more hesitant to put their faith in brands. It begs the question: how can customers trust brands when the relationship is one-sided? The answer is: they can’t. As such, authentic brands have emerged as the envy of corporate leaders worldwide. If your...
30 seconds to pitch your building product. Can you do it?
Many companies can, quite easily, describe their brand and what it stands for. These descriptions can become too long to be effective. Is it possible to describe your brand in less than a minute? What about 30 seconds? In a post discussing the importance...
5 Tips for Pitching to Trade Publications
Trade publications are perhaps one of the most important PR tools for home and building professionals. Because they reach a very focused target audience, many of our media efforts involve working with trade publications relevant to our industry. But just because...
HOME PROJECTS COUNCIL APPOINTS KLEBER
National Remodeling Foundation’s Steven Kleber Joins Leading Panel of Housing Experts ATLANTA (December 18, 2015) – Kleber & Associates president and founder Steven L. Kleber proudly accepts the invitation to join the Home Projects Council (HPC) as a...
How Fed Rate Affects Building Products
On the heels of the first interest rate hike since 2006, I share Federal Reserve Chief Janet Yellen’s perspective and remain “…confident about the fundamentals driving the U.S. economy, the health of U.S. households and domestic spending.” Not surprising, the decision...
Building Product Advertising Creative Strategy Victory: How to Sell Around the Big Box Retailer
In the latest phase of the largest ad campaign in the 132-year history of Benjamin Moore, the paint dealer brand hits a home run by asking the customer a simple question – “Who are you talking to?” Part of an aggressive and robust $50 million national campaign, the...
Rise of the Machines
Last week, a milestone in pop culture history came to fruition. October 21, 2015 was officially the day Marty McFly boarded a flying Delorean and visited the future. While we don't have flying cars or hover boards (actually, we do) sitting in the garage, the...
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